The Death of Marketing Campaigns and Life After Social Media
[00:00:00] Zach Busekrus: Alright Kyle, we are, we are live my friend. Welcome back, it's uh, it's
[00:00:24] Kyle Campbell: been a while. I know it's been about a year. The thing is with LinkedIn and like any kind of digital platform is that it kind of eats time, but you don't know, also don't feel like you're apart from people. You feel like you're constantly connected to them.
[00:00:38] So it doesn't feel that long, really.
[00:00:40] Zach Busekrus: Uh, yeah, I know. I, I was thinking about this right before we hopped on and I feel like since, since we last talked, you've just exploded on LinkedIn and you you're always, you're always testing different content formats and. Different length of posts, different hooks, and it's just, it's so fun, [00:01:00] as somebody who also loves the platform, to see somebody really testing, and sort of like, you know, incubating ideas in real time.
[00:01:08] So power to you for all of that, man. I know it's not easy. But, uh, it's, it's been really cool to
[00:01:13] Kyle Campbell: watch you grow. No, I mean, that's the art, isn't it? I think you see a lot of very successful creators on that, like huge audiences and they make it look easy, but like, like you say, I mean, I'm always on there trying new things cause you know, I'm a marketing consultant, specifically I'm a content marketing consultant.
[00:01:31] And I think you have to practice what you preach, you know, if you're not doing it yourself and you're not building your own sort of thing using those techniques, then you don't really have the authority to.
[00:01:45] I think you need to have the skin in the game is the way I view it, but yeah, amazing platform and what a transformation LinkedIn has made over the last couple of years, it used to have those horrific or, uh, like viral posts going around with people in hotel rooms or tripping over the dog [00:02:00] on the way to an interview or whatever it was.
[00:02:01] But all that stuff seems to be flushed out now. It's a much better place to be. It is.
[00:02:06] Zach Busekrus: And it's one of those, we've talked about this on this podcast before, but it's, I feel like one of the platforms where, you One of the only platforms where like dwell time is like a significant, it seems to be sort of like a significant like ranking factor in how they determine what content to, to serve or not, because.
[00:02:23] I get engagement on posts like I'll post something on like a Monday and it'll still get engaged with on like a Friday and like no other platform is that true right like when I post on now X right it's I'm going to get all the interaction I'm going to get within like a 12 hour period of time and then that's it and same thing for like Instagram it's like maybe a day But beyond a day, like no one's going back and liking content or watching, I guess, reels are maybe a little bit different, but LinkedIn seems to be one of the only platforms where, you know, you regularly see engagement continue, you know, days and sometimes even like weeks after the initial
[00:02:59] Kyle Campbell: post.[00:03:00]
[00:03:00] Yeah. And I think a lot of brands don't realize this, that when you. I hate to use the word consistent because it's kind of cliche at this point, but when you do post consistently, you seem to build up these compounding benefits. So it's not the post on the day that naturally necessarily does all the work.
[00:03:17] It's all the other ones that are still in that. Ecosystem performing and dragging others up with them is a bit more of a, of a pool rather than like a linear way to think about it. And you're right. LinkedIn's longevity is, it's stupidly broken. But similarly, things like TikTok now used to be all about viral hits, but now there's this tendency of content that's been published like months ago, sometimes times.
[00:03:41] Resurfaces that the appropriate point that that's certainly happened to a few people in higher ed in the UK, we have something called clearing and the kind of period starts in, in July and a lot of universities dropping that sort of clear in educational videos, clearings when we kind of have degree spaces left over and we tried to get them filled in [00:04:00] August and the content was published way in the past was actually surfacing again on, on results day months later on, on Tiktok, right?
[00:04:07] So there is definitely that more. Yeah. Longevity to social content now than there never has been. I'm being honest. I welcome the shift because it gets us off the content hamster wheel when it gets you a bit of a day off comes sometimes. Yeah.
[00:04:18] Zach Busekrus: Yeah. Yeah. No, I couldn't agree with you more. One of the things that you said a second ago that I thought was a really poignant was this idea of as a content marketer yourself as a content marketing consultant yourself, needing to do the work of regularly.
[00:04:31] Creating content, essentially like honing in your, your craft. Right. And how important that is. I think when you look at marketing leadership, specifically in higher education, the marketing leaders that I know and admire are folks that, that are also like doing the work. Like, you know, I think of like Jamie Hunt, who comes to mind, she's always testing on her own personal LinkedIn on her ex, you know, whatever it might be.
[00:04:55] She's regularly creating content. And I can only imagine, like, I don't actually know any of her. [00:05:00] Team members personally, but I can only imagine that. When her team members, you know, go to her with an idea for a different kind of a campaign because she's living in these ecosystems, she's has a stronger likelihood, right?
[00:05:14] Of, of first and foremost, understanding why something like that might work and then second, being willing to give approval and, you know, the necessary budget to go ahead and like make it happen. Whereas, um, It's a lot more difficult to do something like that. If your marketing leader, quite frankly, just doesn't understand what marketing is like today.
[00:05:33] Right. And that's, I know a huge friction point for, for a lot of our listeners where, you know, they have these ideas, they understand like the creator economy. Really want to dabble in figuring out how influencer marketing could actually work in their specific context, right? Or how do they empower their admissions counselors or their program coordinators to be these like micro influencers in their respective fields?
[00:05:59] And, and they [00:06:00] get it, right? But trying to figure out how to convince leadership, that is how attention, right, is harnessed today. Is is quite difficult?
[00:06:09] Kyle Campbell: Yeah, and it's not a campaign mentality. And I think that's one of the main sticking points. What we used to is have an intense piece of marketing activity that interrupts someone's experience or advertisements over a 3 month period or whatever.
[00:06:25] Then you see the results after it. But now, like you say, you see the. A whole generation growing up with their main content consumption coming through people, individuals, creators, YouTube, TikTok, whatever it is. And those relationships are built over a longer period of time and the content's more, more engaging.
[00:06:45] They engage with it because they're generally interested in it. And it's completely a different play and a longer term play than some things like an advertising hit that just happens in a shorter window and convincing people that that's now [00:07:00] the kind of given way that's, that's the table stakes to connect with a young person these days is, is very difficult because your typical marketing office in higher ed is just not.
[00:07:09] Set up to, to deal with that they don't necessarily track audience growth. They look at lead generation instead, and it's 2 very different philosophies on how to build pipeline and how to eventually recruit from that audience further down the line. So, yeah, I, I feel, I feel for them. I see the challenges.
[00:07:30] You know, part of the work I, I do as a consultant is help universities start to think more in that, that way we've just discussed, but it's not an easy journey.
[00:07:38] Zach Busekrus: Yeah. Yeah. And it's one of those things where it's almost like you have to be incredibly patient and then also incredibly active at the same time, meaning.
[00:07:47] You, you need to constantly be testing things, putting things out. You, you have no idea, quite frankly, like what's going to work. I don't know. I'm sure you can relate to this Kyle, but I know from my own experience, right. In a very, as like a [00:08:00] microcosm of this bigger conversation. What, there's some, there's some times where I'm, I'm convinced a post is going to perform incredibly well and it just like totally tanks and I'm like, I don't understand, like I published the, the time of day that I think from my own data, like works the best, all this stuff, I like followed all the rules and it just, it just Totally tanked, right?
[00:08:18] And so from, from a university or really it's sort of like any institutional perspective when you are dealing with like real needs, right? Like we need butts and seats in these, in these programs by this particular date, right? The idea of being like patient enough to wait to see what's working, but then also consistent enough to make sure that there are enough things out there that could.
[00:08:39] Possibly work for you is, is quite frankly, just there isn't a, there isn't a formula, right? And I think that that's the problem, right? There's not a prescriptive, like marketing used to be much more prescriptive. And I think that we've lost the prescription for a marketing campaign. And that's, that's scary.
[00:08:57] I actually think it's great. Like [00:09:00] it's great for the user. It's great for creators. I think ultimately it's going to serve us well. But it's really difficult for marketing leaders who are trying to report on an increase by X percent in inquiries and an increase in Y percent in applicants and understanding the, you know, the, the strategies and tactics that are needed to do that.
[00:09:20] And I actually think that that's probably why we, we don't see as much innovation, right? Is because like, we know the pre the prescriptive method and we can kind of get a sense. We, we, we sort of all know what that will look like. And in lieu of having something more concrete. We end up just defaulting to what we did, what we did before, because it's because quite frankly what we did before is actually now really easy to measure.
[00:09:44] It's easier to measure today what we did before than it is to like do the work that we need to be doing today. And I think that that's where some of the challenge lies.
[00:09:53] Kyle Campbell: Well, this is you've hit on a couple of nice points that I mean, firstly, in marketing, we tend to be drawn to what is easy [00:10:00] to measure.
[00:10:01] And I believe that's kind of made us over index for activity on on social media channels, because they are very easy to measure likes, follow shares impressions. But actually, when you look at some of your highest performing content, and I know this for my clients. It's actually the least effective of driving applications and genuine inquiry.
[00:10:23] It's just because it's scales. Yeah. Yeah. It doesn't necessarily mean it's, it's connecting in a way that you, you want it to. And it's funny as well. Like you, you mentioned that the one post and I get them sometimes that one post doesn't. Perform well in it and it tanks, but if your institution is focused enough for what it represents and is consistent on his POV and his message, it doesn't really matter if one post doesn't perform because all the others sort of connected over time.
[00:10:51] And then, you know, it's all of those things working together that actually do the lift rather than that one post you had huge aspirations for that, but it didn't [00:11:00] work out. Yeah. Yeah.
[00:11:02] Zach Busekrus: One of the things, Kyle, that I know that you've been thinking a lot about is this idea of like, I think you called it when we were DMing on LinkedIn, like anti viral content, right?
[00:11:12] Or like this idea that. The next maybe chapter of content marketing looks, looks less viral. I, I don't want to put words in your mouth and pretend I really understand how, what that means to you. I just want to ask you like what, what is antiviral content?
[00:11:30] Kyle Campbell: Well, I suppose I started thinking about it funny enough in 2020, but I couldn't really use it because there was something else going on at the time that sort of stole the kind of language around virality.
[00:11:41] But I've been thinking. Quite, quite hard about what's this next iteration of social looks like, and, you know, we already know that a lot of young people are now moving into more private circles. So they can more instant messenger based experiences. There's even data out from Pew Research Center that shows that within the next [00:12:00] 2 years, more millennials will be using social media than those who are younger and fall into the Gen Z category because they're looking for alternatives.
[00:12:09] And the sort of age of social over the last 10 years has really been characterized by virality, right? And this is how we measure succession of social media is how many people we reach, you know, how fast we can get content out the door. But the closer I look at it, the less effective that has become in the number of viral videos on TikTok has fallen sharply because there's too many.
[00:12:36] Creators on tiktok essentially. So there's less big fish for us to gather around. And you see this real breaking down and segmentation of audience around individuals of very niche, topical interests. And you have this really bizarre thing when you go to conferences where there's craters and you have this person who's got like 6 million followers and you've never heard of them because they don't appeal to [00:13:00] you.
[00:13:00] They, they appeal to. Someone else. Right. And we don't think that way in content marketing at the moment in higher ed, you know, we, we are very keen to engage the campaign brand level stuff and we try and appeal to everyone. We might do some segmentation here and there, but on social media, it does tend to be an overarching approach when really to get the benefit out of these channels.
[00:13:24] We need to be niching down and starting to think about specific audience needs, and I don't necessarily think that answer comes from social media. I've noticed, like, for instance, email is performing extremely effectively with young people in 2023, which sounds very strange. But it's definitely a few schools in the US, and we'll probably get onto it in a minute, who are using email in very creative ways, and actually connecting with an audience, and not just trying to go for scale via social media.
[00:13:54] Zach Busekrus: Well, it happened again. Prospect Paul is excited about attending your institution, but is getting [00:14:00] consistently confused by all of the information and tasks he needs to complete to enroll, creating friction, and even worse, possible melt. You knew this would is why you've been flagging the need for a come to Jesus meeting with leadership from marketing, admissions, and it to audit the digital experience for prospective students.
[00:14:19] Here's the problem. You're not going to convince Mark from marketing to let go of his marketing automation software. Adriana from admissions just got set up with her new CRM and Isabel from it is still working through ticket requests from last Christmas. But what if you could come to the table with a solution that didn't require anyone to let go
[00:14:37] Kyle Campbell: of their
[00:14:37] Zach Busekrus: software while at the same time, ensuring a.
[00:14:40] Frictionless experience for prospects and current students alike. Well, my friend, guess what? Today is your lucky day. Meet Pathify, an innovative higher ed engagement hub that puts students at the center of their college journey. Pathify sits at the center of your school's digital ecosystem, becoming the [00:15:00] single user experience interface tying together all systems, content, and communications.
[00:15:06] Their engagement hub elevates the information that matters most and pushes systems like your SIS behind the scenes where they belong. which makes it simpler for students to discover and engage with the opportunities your institution provides at every step of their higher ed journey from prospect all the way through to alumni what's even better is that pathify has a mobile experience that provides 100 parity with the responsive web app so your campus app is always in sync pathify is a platform Every stakeholder on campus from marketing to admissions to student affairs to it, et cetera, can get equally excited about.
[00:15:41] You can learn more about how Pathify is uniting strategic units across campus and bettering the entire student experience by visiting pathify. com and be sure to tell them that Zach from the enrollify podcast sent you their way. Again, that's pathify. com and be sure to mention that you heard about them [00:16:00] on the enrollify podcast.
[00:16:01] All right, folks, back to the show. Yeah, I'd love to unpack that a little bit more too, because what's also happening in just like the, the greater content ecosystem, right, is you see platforms like, you know, Beehive, which is this, you know, really popular like newsletter platform now, it seems like everyone and their mother is like getting on Beehive and talking about why they love Beehive so much, right?
[00:16:23] And Tyler Dank, who's their founder, is an incredible, like, Dude, he was, I think, at Morning Brew before, and then, you know, YouTube before that, so he's just a great, like, marketer and, and product engineer, et cetera. But one of the things that's really interesting about, like, why I think why Beehive has grown in popularity so much as, as of late is, is just quite frankly because everyone wants to start a newsletter.
[00:16:42] Right? And everyone feels like there's a... They have a particular thing that they can say to an audience that they want to develop and we're seeing like newsletters just explode. I mean this isn't new, this has been around for a while, but I would say like, if you look at from like 2021 through like today, [00:17:00] just the people that I know that have a newsletter has just skyrocketed.
[00:17:06] Like it really has grown exponentially. And I think a lot of that was people starting side hustles, maybe like during the pandemic during, you know, when they had a little bit more time, et cetera, everyone kind of feeling like they had, they could be a creator of some, of some sort. Right. And so to your point about like email, it's not surprising to me that like email, even for these younger audiences is performing well, given the fact that.
[00:17:25] There are all these people who are spending an incredible amount of time creating content in email format via these platforms like, like Beehive.
[00:17:34] Kyle Campbell: Yeah, I think there's a full format. It's really coming into its own again. It's always like another resurgence. And even if you expand out the The definition of email marketing is, I mean, I'm very close to my own email newsletter.
[00:17:47] I know how effective the channel is. And there's a few caveats I'll say with it. You, you see this, this cycle happening again, we keep prioritizing scale. So for instance, I see some LinkedIn [00:18:00] creators speaking about how their LinkedIn newsletter has 10, 000 subscribers. In reality, it really doesn't, it's got a number of 10, 000 next to it, but if you know how many people actually connect with that, it's the reality is a lot smaller.
[00:18:16] And, you know, I'll talk about my own example. I mean, my newsletter and when I went full time, my company, I only had 350 subscribers. Yeah. And that sounds like really low, but actually that's all you need. If you're really focused on your audience on the back of the email marketing programs, I've heard of a few colleges who are really experimenting up and goods, good love of this.
[00:18:37] There's a university in Antwerp is called KD, KDG university. And they completely rebuilt the email marketing programs from scratch. The completely orientated the content from all the regular inquiries they get from students, the stuff they consistently had to type out. They turn that into email inertia flow.
[00:18:59] They [00:19:00] added in content that students needed to know on top of that. And just by doing that marketing activity alone, they have managed to halve the number of inquiries they receive every year, but double. The number of applications. Interesting. So you always hear about admissions teams being overworked and then for quarries need to get through.
[00:19:19] Marketing can really help by just, you know, sorting out that email process, thinking more like newsletter creators. And it's not make believe now that's such real numbers. It's completely transformed the fortunes of this school. And they don't even really run the social media campaign. So this is what the, the kind of things we need to be thinking about and taking advantage of.
[00:19:39] Zach Busekrus: There's this popular trend in. In email marketing right now, you know, creators that I at least follow are sort of like latching onto, which is this idea of a very simple, like mostly like text based email that sort of tells like a very quick story each day. It's a, it's a, it's a very short [00:20:00] story. It's basically somebody saying the same thing they've said a thousand times, but it's like another.
[00:20:05] It's, it's another story to like illustrate their point and I am subscribed to a few people that do this and like half the time I'm just I'm like really like kind of annoyed I see their their email pop up and I just hit delete I don't even like open it right I don't know why I haven't unsubscribed but like half the time I feel that way and then the other half of the time I'm like okay You I, I open it and I read it and I actually read the whole thing and I'm like, I'm impressed by, I'm impressed by the copywriting.
[00:20:31] Maybe that's really what it is. And then there's always one little like hyperlink thing of like, hey, buy my course or, you know, whatever it is. But what I think is so interesting and I think what maybe the teaching point here is, you know, Oftentimes when you talk to higher ed marketers or, or admissions folks that they don't and you talk about their email marketing program, they feel like they are over emailing students and, or they feel like they don't have anything else to say, right?
[00:20:56] And, and I'm like, I get emails from people that I follow every [00:21:00] single day who literally they're only trying to sell this course. Like that is like, that is the only thing that they are trying to do, but they take their, they take that email so seriously every day and every email is different. Like, it's not the same.
[00:21:13] It's. It's talking about the same thing, the CTA is the same. But the framing and the positioning is so story driven. It's such an easy read and I, you know, 50 percent of the time end up reading it. Right. I have not bought any of these people's courses, right. But I, I'm still, but I'm still sort of like engaged with their communication.
[00:21:34] So all that is to say is I think re re architecting, re imagining your entire email program. And it literally just like taking notes from some of these like creators. And just trying that out, right, a daily email that tells us a slightly different story, but about the same thing. Maybe it's, maybe it's something that you do leading up to your big open house, right, like what if instead of all the traditional emails you sent, you spent 90, the 90 [00:22:00] days before the open house and every single day you sent an email.
[00:22:04] About with one student's story about coming to an event and how that changes the perspective of a particular college or university or something as simple as that, right? I wonder if in many ways it is actually like that simple and it's just something that seems counterintuitive because we all feel like we get too many emails.
[00:22:22] I don't know what you think about that, Kyle.
[00:22:25] Kyle Campbell: I think you're absolutely right. Miami University does something very similar. So they completely reworked their email comms. And what used to happen is that they highlighted the typical student success stories. Students feel like trap stars and they basically tick the box, the golden student.
[00:22:43] But after attending lots of youth conferences, they discovered that actually students wanted to. Hear from people who too had their anxieties, were scared of going to university, all these kind of negative emotions, but they wanted to see that reflected and feel at ease that they [00:23:00] weren't the odd one out.
[00:23:00] Because let's face it, most students are quite anxious. They not, not everyone's a track star, right? Yeah. So they changed the type of stories that they put in their email, and they always made sure that the people telling those were very relatable and human in the things that they've spoken about. The open rate goes up, engagement rate goes up.
[00:23:17] They also repurpose subject specific communications in those nurture tracks. So if you sign up and you want to do a major in engineering, they've got a regular running podcast that covers all subject areas, but each episode covers a subject in detail. So they take that, they cut it up. That's then got five emails.
[00:23:39] So the engineering major track. It's a beautiful way to use content. And again, it just keeps pushing up their open rates and their engagement because the content is coming from students who they relate to. And then the content is also about the subject they're interested in. And they're just repurposing a podcast that's happening anyway.
[00:23:56] Again, taking the leaf out of your book there, just looking at what creators are [00:24:00] doing and then putting that. Into a school nurture flow, really basic stuff doesn't involve you spending like 50, 000 on Google ads to try and get more people in the top of the funnel. It's looking at what's already in there, how you can engage with them better because you've already got them.
[00:24:15] So we always need to work harder with the communications that we give to those people in the middle of the funnel.
[00:24:21] Zach Busekrus: Yeah. Yeah, no, it's super interesting. And you know, one of the other kind of notes here maybe is that. When you go and you look at brands outside of higher ed, you look at companies outside of higher ed, and you see what they're doing with their marketing and their email communications, right?
[00:24:37] You know that the amount of resources that they have poured into testing, right? And iterating and whatnot are 10 times, if not a hundred times what any of the folks listening to this podcast, like budget is, right? So don't sort of like recreate the wheel, just do what they're doing. Like literally like find a brand that you respect.
[00:24:55] That is, you know, of a certain scale, understand their [00:25:00] communications, look at, follow them on social, see how they communicate. And again, your audience might be slightly different, but there are, if you follow enough brands, there, there is a lot of consistency, right? In terms of how they communicate, regardless of like their core, core, you know, demographic or audience, and then test that because you can, in some sense, you can rest assured that Thank you.
[00:25:22] The, the testing and the iterating that they have done with the resources that they have available is at least some indicator that it's worth trying, literally copying what they're doing, right? Making it your own and seeing if that works for, for your constituency. If it doesn't, great. Like now, you know, But I feel like sometimes people spend so much time on like market research or so much time on trying to like figure out, Oh, what is the right tone?
[00:25:47] We want to strike with this particular communication. It's like, just go do what like Nike is doing right. And, and just, and just like clone it and try that and then see if it works. If it doesn't great now [00:26:00] go try what, you know. Another well known brand might be doing right. I want to come back to this idea of like antiviral content though Kyle because so So just just so I understand this correctly Um, there's this, what's happening particularly on social is that because of the number of people creating content, because of the number of creatives, creators out there that are regularly and very consistently producing, you know, well put together content, it's just quite frankly harder for any one particular content asset to, to go viral.
[00:26:30] What do you think like that means or like what, what is the solution then for how we should be thinking about content production in higher ed?
[00:26:41] Kyle Campbell: I think we need to spend. More time understanding what people want a subject level in, in the past, and there might be different in the, in the US, but in the UK, we have a specific schools to look after certain portfolios of, of subjects.
[00:26:57] And in the past, we built social media [00:27:00] presences around those schools as an administrative structure. It's kind of like the websites of yesteryear where the business internal represent was on the website. We see the same as social media. And I think a really quick win for people is to look at, okay, which subject areas are our flagship ones?
[00:27:19] How could we take some of that and turn it into a program of content that speaks to that audience? Now you can't do that for every subject area you have. So you need to make choices. These choices might consider which content, which topic. Which degree subject can be translated more into that content space than, than others might be easy to do with something like entrepreneurship or business that would be with engineering per se.
[00:27:46] And then you understand, all right, well, how, what content format we're going to use and how we. Get that to our young people, rather than just go in this top of the funnel, general branding campaign. The other thing to consider with the virality [00:28:00] aspects is it's not just the filling up of social, social networks.
[00:28:03] And there's been more creators, but more larger creators are generally pointing out that we're just going a bit crazy with this sort of content and trends. So a TikTok trend recently called blueberry milk nails, which is Blue blue nails painted blue, but there's a bunch of large tip top creators just saying this is enough.
[00:28:22] This is just stupid. And it's almost being ridiculed. And when you're seeing trends being ridiculed. By the people are supposed to be spreading them around. I think that's a big sign to say that that viral age is, is coming to an end. So we can still use social media. It's not going to go anywhere, but I think actually thinking more like niche creators and how they use platforms is probably a good start rather than thinking, okay, what's the brand level content initiative.
[00:28:51] Maybe understand which subject areas you want to prioritize and then build content marketing programs off the back of those build audience and then over [00:29:00] time understand. All right, well, we've noticed that our applicants who subscribe via these might be a newsletter or whatever you're doing or podcast, but we noticed that whoever subscribes to this newsletter about this subject area, they make their decisions quicker.
[00:29:14] They're more likely to turn up and they maybe help others along the process too. You can definitely look for the signs that your content's working, but that isn't necessarily in those traditional metrics that we've used, like open rate, how many views a video has got, it's much more subtle, but you can track it if you've got someone's email address.
[00:29:33] Yeah. Yeah. You
[00:29:35] Zach Busekrus: know what? All this is making me think of Kyle is it seems that brands today are. Are much more patient with sort of their pipeline than, than maybe they were a decade ago. And what I mean by that specifically is like. I think about the brands I follow on social media, start up brands, you know, SaaS tools, whatever it might be.
[00:29:58] Larger, you know, [00:30:00] national brands. And let's just stick with Beehive since I talked about them earlier, right? They're a newsletter platform. The, their team is like many, many members of their team are incredibly active on Twitter and LinkedIn. And I engage with them a little bit. They engage with me just so we're clear.
[00:30:14] I'm not like a beehive like customer at all. I've never even used their, I've never used their product, but I can see maybe one day. Getting to a point where it would make sense to use to kind of switch platforms from the platform I'm currently using and if I do switch platforms It's definitely going to be beehive because I just have seen them around and they're funny and they're engaging and we we've connected on social There's there's been no pressure from them Like I'm not getting calls from beehive sales reps like encouraging me to sign up for their newsletter platform, right and and I all that is to say is like I wonder if actually like what's happening is Demand gen, the, the lead time, right, from, from like becoming aware of a product, the [00:31:00] lead time from brand awareness to actual like Purchasing decision is just a lot longer because there is so much more out there, right?
[00:31:10] Like we are just inundated with content from brands all the time there You've probably my most of the emails I receive in any given day are People trying to sell me something like it is insane Like I get more emails from people trying to sell me something in a day than I do like real people which is insane like that that's kind of like where we're at right now, right and so Anyways, I wonder, this is not necessarily like an easy thing to hear, but I wonder if really like the timeline...
[00:31:38] To to enroll in a program if you're talking about the graduate level, but even even like at the undergraduate level in choosing a college I wonder if like we have to go even we have to extend that timeline from initial brand awareness to to when a student might might actually enroll simply because Attention is so hard to grasp [00:32:00] and to control and to enter and to retain right now given just How much how many different organizations are competing for the same attention?
[00:32:12] Kyle Campbell: I think we also have to Maybe consider the way we capture attention is, is going to change as well. And you're right to say there's, there's a lot of content and we can go to a younger age to try and get them earlier. But the more I look at something like, um, Z me or in this European equivalent go in, for instance, you see students join these large student communities, pre app communities on these university social networks.
[00:32:42] And. They are just literal true peer to peer conversations, and they're almost pulling each other through the marketing funnel, independent of the brand. So I've had a look in ZME communities, and I've seen a few examples of conversations with students. A student is feeling [00:33:00] stressed over something and they're thinking, Oh, I don't.
[00:33:02] I think I can get to this university, but then these strangers or these almost like digital friends, then kick in and support them and give them the confidence they need to keep going. And the brand is nowhere to be, to be seen, but that's very powerful. And there's even examples of when students pick an institution based on those digital friends they've already made.
[00:33:24] Rather than maybe other suitable factors that make an institution attractive. Cause they have no friend network there. And that's a completely new way to think about it because in the past, sure. In, you know, you go to a site, go to a forum, get some advice from a student, or you'd have a peer to peer chat with a perspective student or the current student, but it was never really a space where students at the same point in the journey, semi independent, the brand had come together and move through that.
[00:33:52] Channel together, but we're seeing that now and to succeed in those channels, you don't need to be hammering content [00:34:00] every day. You don't need to be publishing. You don't need to go viral. You need people who genuinely believe in what you're doing. And we're not used to that. So that's a big shift, but great because you don't need to put the content hamster wheel, but it's a very different community play.
[00:34:14] So schools are in the business, helping students make friends. I think that's a good thing, but there needs to be a lot of infrastructure and a real shift in how we think about marketing to make that happen.
[00:34:24] Zach Busekrus: What do you think about content, like quality and what, what the future of that looks like? Right?
[00:34:30] Because. A couple years ago, you'd see people saying things like you just need to post any sort of like video with your face talking to prospective students who care. Do it from your iPhone like students care about, don't care about quality. They just want authenticity. And like the most authentic thing is, you know, you looking down with your triple chin at your phone and saying like, you know, come to my event.
[00:34:51] Right. And like that, like there were a lot of people spreading that, that like gospel, right. Again, [00:35:00] the world has changed so much in just a very short last couple of years here for lots of, you know, macro reasons, but from my perspective, right, the quality of content Matters significantly more today than I think it did even a couple of years ago.
[00:35:18] But what do you think about this? Like, what, what is it, what is the future of like content with respect to its quality?
[00:35:26] Kyle Campbell: So there's a couple of thoughts I have on this. Firstly, from an ops side, sometimes in order to discover. The quality you need to publish quantity to work out what's a bit bad and what sticks you need to understand what resonates with the content format.
[00:35:44] I do that. I advise my my clients to do that part of the content marketing process is working out what resonates where you get traction and then leaning into those ideas. So almost Live testing, if you like, but now we've [00:36:00] had a influx of AI tools. Now we have so many accessible technologies that can instantly up the quality of your video, your sound it's becoming harder for an audience to stomach something that.
[00:36:14] Doesn't look good. I mean, to give you an example right now, I'm just using my iPhone camera and an AI app to blur my background slightly. Right. And I pay a yearly fee for that. It's 30 a year or something. But I haven't got a professional camera or anything. Yeah. I was using this until I got an augments in it with AI.
[00:36:35] This is a basic and a mic and all that sort of thing. You can get these things off Amazon for a reasonable price nowadays. So the days of staring into your iPhone at a weird angle kind of in the past, but at the same time, you need to learn from publishing a lot to work out what sticks. That's my perspective on it at the
[00:36:53] Zach Busekrus: moment.
[00:36:54] Yeah. I think, I think you're spot on. I just think the appetite for quality is going to just. [00:37:00] It's just going to increase students, especially students who've had access to social since they were young and students whose maybe first introduction to social was on like Instagram and TikTok, right? Even sort of just like the quality of like a good reel that's totally been shot on an iPhone, right?
[00:37:17] There, there are just expectations for, like, beauty and how things should look visually, how things should sound, right, how things should be pieced together, that I think so much of it, we can't even, like, articulate unless we really analyze why we like the content, but you kind of know it when you, when you see it, right, and then, and then you know it when you don't see it, too, and so, I don't know, I think, you know, these AI tools are going to really really help make this more possible for especially smaller like under resourced teams But like I I don't know as a betting person If I were a betting person, I should say I bet that it's going to matter quality is going to [00:38:00] matter more than quantity very very very soon and it's going to be more important that you Produce something of quality, even if consistency has to like, take a little bit of a backseat.
[00:38:10] It can't take too much of a backseat, but take a little bit of backseat and then just increase the promotion around that, that piece of quality content. So like, rather than just feeling like you need to, you know, Post a video every day, or you need to post, you need to update your InstaStory every day, your school's InstaStory every day.
[00:38:28] I would say, no, find a way to make one reel, a really, really good reel each week. But then throughout the week, share that reel in a number of different ways.
[00:38:38] Kyle Campbell: Yeah, there's a core piece and then it's repurposed for a, an individual day. Because I do believe if you feed. Feed an algorithm. That's a strange phrase, isn't it?
[00:38:48] But if you do have that sort of habit and you're building consistently, whether it's like three days a week or whatever it is, you, you, you do get a bit of better traction because of the compounding benefits of all these things. [00:39:00] But you are right. I think what we're, what we've seen is this really busy content age.
[00:39:07] And a lot of brands that are quickly realizing they can't keep up that pace. Yeah. If you step off the hamster wheel, that's it. You know, this is why we have been talking about email marketing programs as well, because you can step off that hamster wheel when your audience isn't going to disappear and go somewhere else, have access to them.
[00:39:26] Whereas to keep front of mind and all these channels that we've become addicted to over the last 10 years, you have to be constantly posting. I don't know this age and think Yeah, that wasn't a, that wasn't a good time. Was it?
[00:39:40] Zach Busekrus: Yeah. Yeah. Yeah. Yeah. And I wonder though, too, if like now's the time to like, when I think about when we talk about content marketing, it's just like very large umbrella of things.
[00:39:51] Right. And depending on who you talk to, it can mean a lot of different things. I wonder if, if we're entering a season where folks [00:40:00] are really paying attention to. Quality storytelling, even above all else, right? Like, can you do the work of delivering something that is exceptional, exceptional with respect to quality?
[00:40:13] Even if you can't be somebody that, like, posts very consistently. I don't know how much you follow, like, podcasts outside of, outside of Higher Ed, Kyle, but like, The Acquired Podcast, have you heard of The Acquired Podcast? I've heard of it. It's not on my list though. Okay. So acquired podcasts are like three to four hours, like long, right?
[00:40:32] So think about like a, you know, a Joe Rogan or Lex Friedman sort of like interview kind of style podcast. But what it is, it's very well researched topics around like major companies. So they, they'll tell like the story of Nike, right? Over a three to four hour episode. Okay. Acquired has no, like, consistent publishing.
[00:40:50] Like, they, like, their goal is, like, once a month. But you never really know when, like, an Acquired episode is gonna drop. But, when it drops... It is so [00:41:00] quality. It's been so well researched, right? And the, the banter between the, the, the two co hosts are, it's just great. Right. And it's, it takes me like probably a week to listen to the episode, right?
[00:41:11] Cause I don't ever have four hours where I can listen to it straight. But eventually I get through that episode, right? And I wonder just like if that model and I obviously like the episode is incredibly like well produced, right? But I wonder if we're going to see, and they've grown dramatically in popularity over the like, especially the last like year and a half.
[00:41:29] And I just wonder if that's going to be something that we're going to see way more of is like. A true investment finally like a a core investment in in real quality content production And it's going to have to be at a frequency That is still probably going to make some people feel uncomfortable because you do have to maintain some level of consistent Consistency, you can't put out like one brand video a year, right?
[00:41:53] Like that's not gonna work but But I actually wonder if that's what the future of content marketing will look [00:42:00] more like is. All right, we're going to pull back a little bit with respect to our quantity of production, but the stuff that we do put out because it is, we do want it to be a reflection of our brand is going to be so incredibly exceptional that folks are going to be talking about it for the whole month until that next piece of content comes out.
[00:42:18] Kyle Campbell: Yeah, definitely as well in this age of AI where content is commoditized, it can be done at scale, but the stuff that can't be is new ideas and original thinking. I also listen to a podcast, not quite a four hour one, but an hour and a half normally drops every couple of weeks, every three weeks called follow you different by Chris Lockhead.
[00:42:43] Brilliant show. He doesn't give his guests any. Questions in advance. And it's a really deep, funny, humorous conversations, but also very good business conversations. I think it's one of the top most downloaded business podcasts. [00:43:00] So clearly it works. It's all form. It publishes regularly. It shouldn't work, but yeah, but it does.
[00:43:05] Right. And he also has an accompanying newsletter with it, which every newsletter is about 10, 000 words long and people read it because it's good. So yes, to, yes, I reckon in the future, there'll be a lot more people trading on the fact that got original IP and original idea. And we'll probably have. Less, yeah, content, but more when it does appear, it'll be longer, especially the human generated stuff, it'll be longer, more thoughtful.
[00:43:32] So I can definitely attest to that. And I think that model works for higher ed as well, especially on like the professional education side. Yeah. If Chris Lot had dropped a course, I'd do it. Yeah. I paid $200 a year for his new newsletter. Yeah. Right. So I, it's, it's easy for me. So if an individual professional can do it, Who's a published author and stuff.
[00:43:52] I don't understand why a school that has all those resources and all those thought leaders can't use the same model across those subject [00:44:00] areas that, that mattered to them. It seems to me a model that's built for education. Yeah.
[00:44:06] Zach Busekrus: Even you look at like Mr. Beast, right? Like. The most popular creator of all time and I mean he's still it's every two weeks, right?
[00:44:13] Like he that he posts a new video and again his stuff is insane So, of course it like he's you know, he needs probably more than two weeks But like he needs every second of those 14 days, but he's not posting every day Right? He can't. Right? And yet he's the number one creator. And so this is my other thing too, is like every time I hear somebody in higher ed talk about students have like really short attention spans and that's why like they don't invest in long form content.
[00:44:37] I'm like, is that, is it true that students have short attention spans? If that were true, Netflix binging wouldn't be a thing amongst, you know, Gen Z. Right? And absolutely it is. Right? People would not be spending all this time on TikTok. The reality is. Their expectation for content is just significantly higher and so they have very low tolerance probably more low You know a lower tolerance than any of [00:45:00] us with respect to watching crappy content Like I'm still willing to give something some time right if it's been recommended.
[00:45:06] I'll be like, all right Oh, yeah, exactly. I'll give it a full two episodes, right? But but after that I'm like done my younger brother like he'll be watching something for ten minutes and I'm done I'm like dude, you got to give like them time to build and like yet every Bit of content that he's been exposed to since he got on online right has has been created and and and tailored to maximize every possible Millisecond right and anyways all that is to say I think that it's it's a lie to think that if you just can't compete if you Just can't deliver content consistently.
[00:45:39] You should just not create content at all. It's like no no no no like You absolutely need to be creating content, and if you can't do it consistently, and it's also not quality, then fine, but prioritize quality within reason, right? Again, I don't want people thinking that they can post one or two things a year, but, but focus on quality over, over quantity.
[00:45:59] [00:46:00] I also think, like, long form student conversations that are done well and well produced. Like the, you do not see a lot of those, like there are not like hour long discussions with students at colleges and universities that are well produced and on YouTube, right? Every student story is like four minutes, if not shorter, right?
[00:46:16] And, and like, why is that? These, these young people, they listen to these podcasts that are hours and hours long, right? What, why do we think they wouldn't be interested in like a deep dive into a long form discussion with a series of students about their, you know, university experience? I don't know.
[00:46:36] Kyle Campbell: Well, it's, it's interesting you say that because I, I look at some of these four minute videos that you were talking about and I can see why the signals to the marketing team might be that that's perhaps too long.
[00:46:47] Yeah. It's because they have huge drop off, but the reason they have huge drop off is because the students are uncomfortable. They've got a camera directly in their face. Yeah. Trying to remember the scripts that's in their heads. They're not real. [00:47:00] Whereas in a podcast, I very rarely listen to a student who feels jilted, they're much more relaxed and it's easier to listen to that, to that content.
[00:47:10] So yeah, I don't think it's a length problem. I think it's more to do with how it's constructed and the expectations around that. If you chuck someone in a seat with a ton of lights on them and say, right. Tell us about your experience, you're not going to get a good answer. So yeah, using that student content and maybe, yeah, you cut it up into short clips so you can, you know, pull people from those short form.
[00:47:31] Networks into that longer form piece, but yeah, I think it's an underrated form. It's not used enough. And the ones I've seen are really good. The worst thing I see is when universities actually strike gold, they've got an amazing student host and the rapport that they have with the, the guests is really strong.
[00:47:49] And then they stopped publishing the thing after 10 episodes. It kills me because it was good. It was good. No, why, why stop? Yeah. But this is what we have to deal with. [00:48:00] Yeah,
[00:48:00] Zach Busekrus: yeah, and you know, it's not easy, right, if it's easy everyone would do it, but I think one of the other reasons why everyone looks at these, like, student testimonials and feels like they're all the same is because, like, if you, if I were to sit down with you, Kyle, and meet you for the first time, our first four minutes of conversation, like, meet you in real life for the first time, our first four minutes of conversation Would probably be like pretty similar to the first four minutes of conversation that I would have with anybody else, right?
[00:48:25] Like there are just the basics that you cover, right? Hey, I'm Zach. Oh, what do you do? I do this. Oh, do you have kids? Yes, I have a son, you know, and you tell me a little bit like those those first few minutes, right? Are pretty identical no matter caught like no matter the context maybe the context changes a little bit if we're at like a professional networking event versus You know, I just met you at the bar, but like this for a few minutes are going to be pretty identical.
[00:48:49] And so it's, it's funny, obviously these videos are longer than just, obviously the actual interviews are longer than just four minutes, but it takes a lot of time to get people to your point, feeling [00:49:00] comfortable also to help people figure out and realize like what it is they actually want to say. Right, think about when you're put on the spot, when you're interviewed, like I know this is true for me, my, I just go to answer the question and I'm always wondering, oh shoot, am I being too long?
[00:49:15] Am I being too long winded? Is this too short? Is this the response that the host is looking for? Did I sound stupid? Like, you know, all those questions are running through your head. And if you just give it more time, and you allow more context to unfold, and you allow me to get a little bit more comfortable, that's where you strike gold.
[00:49:35] And, and, for some reason, we don't do that at scale in
[00:49:38] Kyle Campbell: higher ed. No, we don't give people time to think. And if you think about how... Social media has evolved over the years. It's always been that thing that fills the gap. And when you're waiting for something, what do you do? You get your phone out. I haven't been bored in 10 years.
[00:49:53] I don't like it. I think boredom is good because it helps you be introspective. It helps you consider things. [00:50:00] We might be losing that. Your point about how, what was your last thought? Sorry, remind me, Zach. I've just lost it out of my head. Oh, talking
[00:50:07] Zach Busekrus: about, uh, it takes a while for people to be comfortable.
[00:50:10] The first four minutes of any conversation are pretty much identical. I'm sorry. Okay.
[00:50:14] Kyle Campbell: Yeah. I know it is a really good university hero video. The other day where, you know, you get those hero videos where you sometimes get a voiceover, but the voiceover sounds like it's being read from a script by someone who's never been a student in their life, right?
[00:50:29] This video took an entirely different approach. It was normal sort of footage you see in those sort of things, but the voiceover had clearly been cut from those longer paced conversations. So there's probably like a previous podcast they did or something, but they'd taken those. Golden clips, those golden moments, and they repurposed them as the script, the voiceover for this video, and it was so good, and I tried to imagine what that would have been like if it was just that standard voice piece and [00:51:00] scripted versus that authentic captured dialogue from a conversation.
[00:51:04] It's miles apart. It was so good. And it's such a basic thing you can be doing. We've all got B roll, it's just sitting around. So record a bunch of students talking about topics that matter to the university, that matter to you. And you'll be amazed how you can repurpose those voices. They're so powerful if they're used correctly.
[00:51:20] Zach Busekrus: Yeah. It'd be interesting as, as we, uh, as we wrap here, Kyle, if like folks got into a room. Next time they're going to plan a video or any sort of like content, long form content piece. Maybe it's a podcast series. Maybe it's a video series, whatever it is. If you got into a room with whoever's involved in the project and you just started, the first thing that you started with is like a list of all the things that you can't do.
[00:51:44] Right? Like, hey, we can't open with like a drone shot of like campus or we can't open, you know, whatever, whatever it is right in the spirit of just trying to sort of ideate on different ideas. I think what's so difficult is like again to our earlier conversation about it taking time for people [00:52:00] to warm up.
[00:52:01] Brainstorming takes time and you've got to be in the right, like you can't brainstorm a great idea in like 30 minutes with 10 people in a room. Like it's just impossible. And you know, like Jeff Bezos at Amazon, he did this thing that I think is great. It's really difficult for. Many of us, I think normal people to replicate, but like he would have folks right.
[00:52:21] I believe it was like six pages, like a six page memo essentially with their ideas like before meeting and then everybody would go around the room and they'd read their like four to six pages, whatever it was like, Hey, here's my idea of how we would solve this particular problem. And I think in an ideal world where people had a little bit more time and stuff like that would be great.
[00:52:39] If you can't do that, though, maybe you just start with like, Let's start with all the, like, the no, like, the no no's. Like, we're not gonna do this, we're not gonna do that. And then, once you've, like, you know, put that up on a whiteboard or whatever it is, then, then, like, the creativity starts, right? And that's where, like, real new ideation can, can be born.
[00:52:58] And I think that sometimes it, it [00:53:00] really is about these simple frameworks, these simple, you know, not that that solves the problem, or not that that's gonna make the video for you, but it's a tool that, you know, like, all of us, regardless of our role or context, could take advantage of.
[00:53:12] Kyle Campbell: Yeah. I mean this is one of the reasons I write every day on LinkedIn and I use it to connect with people and, you know, talk about topics that, that matter to my audience.
[00:53:21] But I, I also do it so I learn and, and develop and by writing things down mm-hmm. You, you can be more creative 'cause you can recall that stats easier. You can make that very weird connection the post you did last week with one you did last year. Yeah. And that connection. Otherwise, it's very hard to recall that from just.
[00:53:41] Reading alone. So I really liked that. Although I can't imagine making someone write six pages before they had a meeting with me.
[00:53:50] Zach Busekrus: It is, I guess if you're Jeff Bezos, you can kind of do whatever you want. Yeah. Yeah. Well, Kyle, this has been a, as, as I knew it would be a really fun, wide ranging conversation [00:54:00] for folks who do.
[00:54:01] Who are listening to this conversation and want some help here. Like you are one of the very few people in the industry that I would sincerely recommend folks work with because you think differently and you do the work. I see you doing the work every day. So if there's somebody listening to this podcast that needs some help for themselves or their team, and they're interested in working with you, do you have like.
[00:54:25] Um, standard like packages, do you have, Oh, do you have availability right now? Like how, how might folks engage with you if they can and, and, and need to?
[00:54:34] Kyle Campbell: Yeah. I mean, of course you can go to my website, educationmarketer. co. uk and that lists all the various ways that you can work with me. Overarchingly, you can engage me as a consultant to help you solve a content problem in a education marketing context.
[00:54:49] Or if you just want to bring some new thinking into your team or share ideas, I am also available for speaking and talking about some of the topics I've covered here today, but anything really that's [00:55:00] you want to reappropriate and maybe design a bigger conversation around. It's good fun going into different organizations and meeting people.
[00:55:08] None of them are identical and who else gets the opportunity to go around and speak to different schools. It's a wonderful thing. And
[00:55:14] Zach Busekrus: sometimes I feel like you need that outside perspective to come in and talk on something like anti viral content just to get the creative juices flowing. Like sometimes that that is, that is the difference.
[00:55:25] That you need in your team is, is really just to have somebody else start the conversation. So we'll have links to Kyle's website in the show notes below. He's I'll have links to his LinkedIn as well. If you're not already following or connected to Kyle, I highly, highly recommend that you, that you remedy that as soon as possible, but Kyle.
[00:55:41] Thank you so much for your time. Thank you for the great work that you do. It's, it's an honor to know you. And I appreciate you taking time out of your busy schedule to chat with us today.
[00:55:49] Kyle Campbell: Cheers man. Speak soon.
[00:55:57] Zach Busekrus: Hey, all Zach here from enrollify. I hope you enjoyed this episode of [00:56:00] the enrollify podcast. If you liked this episode, do us a. Huge favor and hit that follow and subscribe button below. Furthermore, if you've got just two minutes to spare, we would greatly appreciate you leaving a rating and a review of this show on Apple podcasts.
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[00:56:17] Zach Busekrus: marketing admissions and higher ed technology shows. That are jam packed with stories, ideas, and frameworks that are all designed to empower you to become a better higher ed professional. But enrollify is far more than just a podcast network.
[00:56:31] Enrollify is where higher ed comes to learn new marketing skills, discover new products and services. job. We're a growing learning community of 4, 000 members, and we'd love to welcome you into the fold. You can access our free blog articles, newsletters, e courses, and more, or purchase our master course on how to market a university with Terry Flannery at enrollify.
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About the Episode
The what's what...
In this exciting conversation, Zach chats with Kyle Campbell, Founder and CEO of Education Marketer, about why marketing campaigns no longer matter and what student recruitment in a post social media world might look like.
Zach and Kyle also riff on:
- The pros of LinkedIn’s algorithm as opposed to those of other social networks
- Why higher ed should invest more in long-form content
- How to think differently about telling student stories
- What higher ed marketers can learn from influencers about email marketing
- And so much more!
If you’re not already following Kyle on LinkedIn, you can do so here. Also, learn more about his offerings for schools large and small here.
This Episode is Sponsored by Pathify
Meet Pathify — an innovative higher ed engagement hub that puts students at the center of their college journey. Pathify sits at the center of your school’s digital ecosystem, becoming the single, user experience interface tying together all systems, content, and communications.Their engagement hub elevates the information that matters most and pushes systems like the SIS behind the scenes where they belong, making it simpler for students to discover and engage with the opportunities your institution provides at every step of their higher ed journey, from prospect to alumni. What’s even better, Pathify has a mobile experience that provides 100% parity with the responsive web app, so your campus app is always in sync. Pathify is a platform that EVERY stakeholder on campus — from marketing, to admissions, to student affairs, to IT, etc., — can get equally excited about. Learn more about how Pathify is uniting strategic units across campus and bettering the entire student experience by visiting Pathify.com
About the Enrollify Podcast Network
The Enrollify Podcast is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like otherEnrollifyshows too!
Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional.
Our shows feature a selection of the industry’s best as your hosts. Learn from Jaime Hunt, Allison Turcio, Corynn Myers, Dustin Ramsdell, Terry Flannery, Jaime Gleason and many more.
Learn more aboutThe Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!
About the Podcast
Zach is the Founder of Enrollify. He thoroughly enjoys building new brands, developing and executing content marketing strategies, and hosting podcasts. When he's not working on Enrollify, he enjoys discussing life's quandaries over coffee (or a good bourbon) with friends, building Sponstayneous (his travel brand side hustle), trying out new HIIT workouts, and adventuring across the globe with his wife!
Kyle Campbell is the Founder of Education Marketer. Every week on a Tuesday, he publishes a quirky overview of higher ed news, analysis and demand gen strategies. He brings over a decade of higher education experience to his role and he’s committed to sharing how enrollment marketers can grow and monetise audiences. You’ll find him writing daily on LinkedIn or at educationmarketer.co.uk
We partner with the best, to provide the best information.
Meet Pathify — an innovative higher ed engagement hub that puts students at the center of their college journey. Pathify sits at the center of your school’s digital ecosystem, becoming the single, user experience interface tying together all systems, content, and communications. Their engagement hub elevates the information that matters most and pushes systems like the SIS behind the scenes where they belong, making it simpler for students to discover and engage with the opportunities your institution provides at every step of their higher ed journey, from prospect to alumni. What’s even better, Pathify has a mobile experience that provides 100% parity with the responsive web app, so your campus app is always in sync. Pathify is a platform that EVERY stakeholder on campus — from marketing, to admissions, to student affairs, to IT, etc., — can get equally excited about. Learn more about how Pathify is uniting strategic units across campus and bettering the entire student experience by visiting Pathify.comlearn more
Higher Ed Pulse
Dive into the weekly spotlight on higher education marketing and enrollment. It’s your pulse on what's new and noteworthy.
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The Enrollify Podcast Network is your go-to hub for shows that will empower you to grow, optimize, adapt, and reach new heights as an enrollment marketer.